Each PUR water filter is certified to reduce mercury and certain industrial pollutants, as well as reducing chlorine (taste and odor) and more (Based on Nielsen sales data for the 52 weeks ending 07/03/21.). PUR faucet filtration systems are certified to reduce 70 contaminants, including lead, mercury, and certain pesticides. Certified to reduce lead and 10x more contaminants than Brita's leading pitcher filter (PUR does not filter microbes.). As the #1 selling brand in faucet filtration, PUR has been developing innovative technologies for superior water filtration for over 30 years (Versus best-selling Brita pitcher filter OB03. Brita is a trademark of Brita LP.).